Research On The Business Competition Strategy Of ICBC Shandong Branch Transaction Banking Business

Text With the deepening of financial supply-side reform,the strengthening of financial risk prevention and supervision requirements,and the continuous promotion of interest rate marketization and financial disintermediation,commercial banks have to carry out strategic transformation and explore new growth points for business operation in order to better respond to changes in market demand and enhance their ability to provide financial services to the real economy.Driven by the wave of changes in financial technology,the trend of digitalization and intelligence has driven changes in the production and transaction methods of enterprises,and the construction of enterprise informatization has gradually advanced,which has gradually enhanced the requirements for services provided by financial institutions,while transaction banking,as a development strategy for financial services to return to the transaction itself,has become an important path and innovation point in the strategic transformation and digital change of banks.Under the situation of extremely fierce competition in the industry,how to formulate a development strategy suitable for itself,how to better integrate transaction banking business into the business scenario without affecting the business development path of the enterprise,and radiate to the upstream and downstream of the industrial chain,to empower the benign development of the industrial ecology with financial services,to help the digitalization of the industry,to serve the digital industry,to realize the scene expansion and ecological construction,and to realize the transformation of corporate The transformation of financial business is an issue that ICBC Shandong Branch has to think about and face.This paper takes transaction banking of ICBC Shandong Branch as the research object and uses literature research method,comparative research method and survey questionnaire method,etc.Firstly,the external environment faced by transaction banking of ICBC Shandong Branch is analyzed by using PEST analysis method,and the industry analysis is also conducted by using Porter’s five forces analysis model,and by analyzing the opportunities and threats of the external environment,constructing EFE matrix analysis,designed questionnaires,and concluded through the analysis that transaction banking business of ICBC Shandong Branch is able to seize external development opportunities in time to a certain extent;secondly,the resources and capabilities of ICBC Shandong Branch were analyzed in conjunction with the current situation,and the advantages and disadvantages of transaction banking business of ICBC Shandong Branch were clarified,questionnaires were designed,and IFE matrix analysis was established to conclude that ICBC Shandong Branch is able to use its own advantages in financial,brand,product,technology and other resources for transaction banking business development;in addition,using the summarized opportunities,threats,advantages and disadvantages,combined with SWOT to conduct feasibility analysis of three competitive strategies,it is concluded that SO growth strategy should be chosen to give full play to its own advantages and make full use of external environmental advantages;finally,by constructing QSPM matrix analysis,it is determined that Finally,by constructing the QSPM matrix analysis,it is determined that the transaction banking business of ICBC Shandong Branch should choose the differentiated competitive strategy.This paper finds that ICBC Shandong Branch should choose the implementation path of"market positioning differentiation,product differentiation,service differentiation and marketing differentiation".In the process of implementation,we should strengthen the construction of transaction banking talents,increase financial investment,improve system construction,and strengthen technology to ensure the implementation of the differentiation strategy,so as to achieve high-quality development of transaction banking business in the fierce market competition.From the perspective of practice and application,this paper explores the implementation path and guarantee measures of the differentiated competitive strategy of transaction banking business of ICBC Shandong Branch,which points out the direction for the next development of transaction banking center of ICBC Shandong Branch and provides certain reference value for the development of transaction banking business of other peers.